Briscoes celebrates big win for its emotive Christmas ad

  • News
  • March 29, 2016
  • StopPress Team
Briscoes celebrates big win for its emotive Christmas ad

Tammy Wells, aka the 'Briscoes Lady’, showed she's still got it, with the 'Xmas' ad, by Ogilvy & Mather, standing out amongst the other Christmas ads to win last year’s November Ad Impact Award and now the ‘Most Impactful ad of 2015’.

Colmar Brunton found the ad had the most impact, calling it: “The most memorable TV ad that packed a punch and had a lasting positive effect on the brand", according to a release.

It was found to be persuasive as it made consumers feel Briscoes delivered the main things they needed from a homeware store, while Wells was commended for working well with the brand to engage viewers, remaining relevant to Kiwis who enjoy spending time with family and friends.

“The ad evokes an uplifting emotional response from consumers, with a strong sense of brand affinity and appeal created; all helping to build long term brand equity for Briscoes.”

Creating a strong impact, in a slightly different way was Vodafone and FCB, which used a pig named Piggy Sue to charm the judges, who awarded it with the ‘Most Enjoyable TV ad of 2015’.

Colmar Brunton said the story of a lost little piggy successfully embedded itself in the hearts of consumers.


At the time some missed the link between Piggy Sue and the Vodafone brand, the release says, but the consistent use of Piggy Sue in the following marketing activity has overcome the issue and the pig is now a “great branding cue” for Vodafone.

Dulux is also joined the celebrations, with its ‘Marker’ ad named the ‘Most Persuasive TV ad of 2015’ after its October Ad Impact Award win last year.

The ad was found to have had a great response from audiences who enjoyed watching the Myth Busters duo test their inventive abilities to demonstrate how marker pen can be washed off the Dulux Wash and Wear paint range.

The release says the ad was a strong motivator for consumers, leaving them wanting to buy the paint next time they redecorate.

“Not only did the ad deliver on short-term sales likelihood, it also created a strong emotional response too, destined to build brand equity for Dulux in the long term.”

The ad is part of a series in which the duo attempt to scrub paint off a wall and successfully rid it of red wine.

This article was originally published on StopPress.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?


A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit